Folli Follie Group has revealed plans to reposition its Links of London jewellery brand amid ‘aggressive’ expansion in global travel retail.
Folli Follie Group Chief Global Travel Retail Officer Johnnie Voutsas said: “We successfully trialled our Ground Travel Retail concept at Heathrow Airport Terminal 5 with a 350ft pop-up store, which opened in November. That location, with its British Airways domestic and international departures, represents a true travel retail flagship location for Links of London consistent with its British DNA.”
Voutsas said the brand customised its approach specifically for the store. “The brand’s sterling sterling silver and 18ct gold jewellery – with precious and semi-precious stones – our watches and our gifts, easily sit in the ‘affordable luxury’ category.
“This concept also targets passengers with short dwell time, gift seekers, and an increasing number of male customers to our existing female base. The response and performance of our pop-up was overwhelming and we are now ready for a global launch.”
He said Links of London was in the middle of an ‘aggressive’ roll out in Greece, the UK and China, with pop-ups highlighting top-performing lines that are exclusive to travel retail.
“The timing could not be more opportune as we have just repositioned our brand with a slightly higher price positioning and have added a twist in fashion with the ‘Expect the Unexpected’ tag-line,” noted Voutsas. “However, repositioning does not mean that the brand does not have entry price point products.”
He said Links of London’s exclusive jewellery design collaboration over recent years with Wimbledon Tennis, the London 2012 Olympics, the McLaren Formula 1, and this year with the Royal Ascot horse racing event, are an indication of the brand’s commitment to its heritage, core values and British DNA.
Voutsas underlined the importance of flexibility in the jewellery category. “There is no comfort zone any longer. Yesterday’s success is in no way a guarantee for tomorrow’s success. Top performing brands need to look at the ever changing trends and competitive landscape and must keep reinventing themselves with a strong and consistent differentiation.”
Last month, the Folli Follie brand opened its travel retail flagship store at Athens International Airport with a new concept driven by jewellery, alongside watches, bags and accessories.
Voutsas said the new look, which aimed to highlight the lifestyle brand’s core ‘Crazy Craziness’, will be rolled out across travel retail.
